After stagnation in 2020, retail volume sales of adult incontinence in Chile improved in 2021, while value sales which had declined, rebounded to surpass pre-pandemic levels. The direct financial help offered by the government encouraged consumers to choose the brands that they trusted to be effective, and the promotional efforts made by the major players helped to maintain their leadership against private label or rising brands such as Essity’s Tena.
Offering discretion and being user friendly for consumers who want to maintain a healthy social life, the pants format continued to focus on active Chileans. Its absorption capacity is limited compared to other regular adult incontinence products, and if the person has mobility problems, they might be tempted to use other formats.
Negatively impacted by freight restrictions, lack of containers, and a high dollar exchange rate, most players in retail adult incontinence increased their prices in 2021. Nevertheless, economy options struggled to grow significantly, while trusted premium brands witnessed stable sales.
Having one of the oldest populations in Latin America, demand for retail adult incontinence in Chile is expected to gain strong growth momentum over the course of the forecast period, with a higher volume rate predicted compared to value. As an increasing number of players enter the space, and products start to offer different value proposals such as night and day, feminine-focused brands, or pants, greater adoption will increase along with awareness.
Another important product that is affecting adult incontinence usage are dressings. These types of products, which already offer a wide array of SKUs, focus on post-birth formats or even complement and extend the usage of regular adult incontinence products, They are set to see further demand, with channel penetration even reaching mixed retailers.
The rise of 2-in-1 products is likely to continue in Chile. Led by Kimberly-Clark’s Kotex brand which launched a 2-in-1 feminine care product in 2020, aimed at curbing menstruation and incontinence flows, these products aim to capture female consumers that suffer from light incontinence and use sanitary protection for their needs.
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Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Chile with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
See All of Our DefinitionsThis report originates from Passport, our Retail Adult Incontinence research and analysis database.
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